Carnival Corp. announced today that CEO Mickey Arison will be stepping down. It’s been a tough year for the company—though passengers on February’s Carnival #cruisefromhell might argue they’ve suffered worse.

The phrase has become a mantra among PR and marketing mavens: Your employees are your brand’s best ambassadors. Regardless of the size or the company, employees need to feel that they are integral to the brand’s success.

Content marketing is an essential skill in the PR professional’s tool kit. From Red Bull’s “extreme content marketing” to Old Spice’s numerous viral videos about the way a man should smell, content marketing is a superb way to define your brand’s personality, engage consumers and even garner media coverage. But where should you start?

The Miami Heat beat the San Antonio Spurs last night in dramatic fashion to claim its second consecutive NBA championship, and increased global awareness of the towering image of star LeBron James first, and its own team brand second. That’s a lot of No. 6 jerseys and, ultimately, boosts in CPMs for Heat games on TV.

Facebook on Thursday introduced video for Instagram, which the company acquired last year for $1 billion. While the announcement came as little surprise to reporters and bloggers following the story, it has left PR pros scratching their heads wondering how to leverage the social platform’s latest feature.

The basics of writing great news releases are more important than ever. Outside of your headline, most of your focus should be on crafting a strong lead paragraph—that’s where your news release lives or dies.